Elizabeth is an apparel company that is built around the concept of creating a collection of unique children’s apparel that encourages self-expression. The company was founded in January 2016. Their principal office is located in Taipei, Taiwan. The brand was initially created on the foundation of the Fairyware Couture collection. Each dress in the collection is delicately handmade taking over 4 hours of labor. Demand continued to increase for the collection leading the brand to venture into Ready to Wear and Accessories. Elizabeth had successfully found a demand in the children’s wear market. Elizabeth currently has a total of three different collections with more on the way. The first collection launched in May 2016 through the retail channel of a pop up store. The launch was an extreme success with most of the inventory being depleted within the first week. In addition to several large press publications promoting the brand and the new collection for several weeks leading up to the opening and for several weeks after.